JW Marriott brings together travel and holistic well-being, creating experiences that touch each of the senses.
In 2024, the brand launched a new partnership with Flamingo Estate to emphasize these core concepts.
Flamingo Estate is a California-based lifestyle brand, featuring small-batch products sourced from their property in the hills outside Los Angeles and the surrounding California landscape, presented with a charming sense of style and impeccable curation.
Stressing mindfulness and connection to nature, the partnership between JW Marriott and Flamingo Estate seamlessly entwined luxury hospitality and elevated lifestyle experiences to create a journey exploring scent, sound, and taste.
The collaboration featured:
These elements would arrive on property at JW Marriott hotels and resorts, with scent and sound welcoming guests and enhancing public spaces, and as a new home retail collection. The partnership and its offerings would also be highlighted in a video-focused social media campaign.
Overall objectives:
To introduce the partnership, select hotels opened pop-up boutiques featuring the new collection, including a launch party at JW Marriott Essex House New York.
Then, a new scent and sound journey began for guests, as properties added Expansion and music from Flamingo Estate playlists to their lobbies and public spaces.
On JW Marriott’s brand-level social media channels, the partnership debuted through a hero video, sharing a bee's journey through the Flamingo Estate property in California.
Shorter reels focused on different aspects of the collection, evoking the sensory escapes of lit candles and spoonfuls of honey paired with California landscapes.
Image carousels gave a closer look at product offerings through the lens of scent, sound, and taste, while Instagram Stories ads focused on leading our audience to retail.
At the same time, as properties introduced scent and sound to their hotel experience, they shared the partnership on their own social media accounts, expanding the narrative of the partnership.
Taken together, this rollout drove a global brand story revealing the curated well-being moments created through the collaboration with Flamingo Estate.
The key to analyzing the success of our campaign was a Meta brand-lift study tracking ad recall and awareness.
Registering a +10.2 in ad recall and +6.1 in awareness, the campaign outpaced platform metrics by impressive margins — 53% above for ad recall and 190% above for awareness.
Our impressive awareness lift achieved a primary campaign objective — building familiarity with JW Marriott’s ties to holistic well-being by working with an outside lifestyle brand with an elevated well-being point of view.
This result supports continuing to message through a lens of well-being, as well as collaborating with Flamingo Estate and similar brands.
Additionally, our content focused on driving retail sales was surprisingly effective. IG Stories ads had a Click-Through Rate more than double the internal Marriott benchmark, and a below-average Cost-Per-Click. These metrics show our audience primed to purchase items with an interesting, brand-aligned narrative and sense of authenticity.
Conclusion
The beautiful setting and thoughtful products of Flamingo Estate offered our online audience and real-world guests an irresistible journey for the senses, and enhanced JW Marriott’s position as a well-being leader in the Luxury Hospitality space.
Our ultimate goal for this campaign was to select a partner and launch a collaboration that would raise awareness of JW Marriott and its well-being brand pillars.
With brand lift results very strongly showing that the campaign resonated with our audience, we can be confident that future collaborations bridging the gap between well-being, travel, and luxury lifestyle will bring continued success for the brand.
